Canada Games Council breaks awareness campaign
The Ottawa-based Canada Games Council has begun a new campaign timed to coincide with the organization's 50th anniversary. According to the council, the initiative is "inspired by and featuring the next generation of national, international and Olympic Champions, hoping to awaken the pride of the nation."
The campaign was developed by Will of Vancouver. It includes video, radio and digital advertising, as well as social media activities intended to raise awareness of the Canada Games.
"In the 'Untold Story' video we had the opportunity to pull back the curtain on these quiet moments of preparation, dedication and hardship," said Will creative director Lisa Lebedovich. "It's a journey that is both physical and emotional for these hopeful young athletes, and one they often experience alone before we all get to share in the pride of their success in world class competition."
The 2017 Canada Summer Games will take place in Winnipeg from July 28 to Aug. 13.